We’ve gotten used to seeing European countries tightening gambling regulations over the last few years, with Denmark also joining the list.
In a move to limit the population’s exposure to gambling advertisements, the country is pondering a package of reforms that would see relevant marketing during live sporting events be severely restricted by January 2027 at the latest.
The bill, sponsored by Danish Minister of Taxation Ane Halsboe-Jørgensen, envisions a whistle-to-whistle ban on gambling adverts being shown 10 minutes before and after a live showing, which will mostly affect TV broadcasting and streaming platforms.
And while betting operators’ own sports streams will not be automatically caught in the ban, as they’re currently seen as a small extra to their wider offering, Anders Dorph, Director of gambling authority Spillemyndigheden, hinted that they might start being subjected to the same rules as broadcasters if they expand their sports streaming rights.
He said: “The legislation has not been passed yet. But gambling operators’ live streaming of sporting events to players is currently regarded merely as a minor supplement to their gambling offering, and if the legislation is enacted as proposed, this form of streaming will not necessarily be covered by the prohibition.
“However, in a scenario where a gambling operator acquires more rights or access to major sporting events, the gambling operator’s live streaming can shift in character, so that the gambling operator’s streaming of sporting events will be subject to the same rules as those applicable to television broadcasters and streaming platforms.”
Still, the ongoing debate around regulatory shifts hasn’t stopped operators from entering the market en masse, with Stake, Betoro, and ScatterKings all being granted a domestic licence within the span of a few months.
Dorph maintained that the gambling authority remains committed to an open and transparent dialogue with both operators and policymakers, to help secure a smooth transition from one regulatory regime to another when necessary.
“We wish to collaborate with all operators and suppliers providing that they meet regulatory requirements. I believe it is even more important to have a good collaboration and dialogue with the industry when regulations are being updated for us to best advise our politicians and to ensure that operators understand and comply with new requirements.”
Is illegal gambling a concern for Denmark?
Back to the proposed restrictions, concerns about the prominence of illegal gambling remain in every market that moves towards limiting the visibility of licensed operators. Denmark is no exception.
Just last year, a total of 334 websites offering illegal gambling were blocked by a court order after being identified by Spillemyndigheden, which represents a 70% increase from 2024.
According to Dorph, the regulator is keeping a close eye on social media channels, influencers, and popular streamers, which it sees as the most likely conduits of illegal gambling marketing.
“It is clear to us that illegal operators are using channels with many users to attract customers, and channels that are trending. We see illegal operators being present on social media and using popular streamers and celebrities to promote them and to attract a very broad audience.
“To combat illegal gambling and the advertising of illegal gambling on social media, Spillemyndigheden is cooperating with Meta, Google, Apple and Twitch to remove illegal content and advertising targeting the Danish audience.”
Just how cooperative these platforms are for protecting Danes from illegal operators remains a mystery, but lessons from other jurisdictions have given us some indications.
Luckily though, Spillemyndigheden is also actively working with its international counterparts to establish a cross-border perimeter against the black market, which has so far proved “essential” as Dorph puts it.
“We have a strong collaboration with international colleagues that continuously enhances every year. International collaboration is essential when combating illegal gambling.
“Sharing of best practices and emerging tendencies helps each of us in that perspective. The Danish Gambling Authority appreciates the international collaborations highly and the constant effort to expand the collaboration to new areas.”
Making the most out of the gambling conversation
Even better, such conversations can be held in-person thanks to the space that SBC Summit offers to gambling stakeholders. Our September event in Lisbon is structured around exactly that – facilitating discussions between global figureheads and moving the gambling industry forward.
On his upcoming participation in those discussions, Dorph added: “As a regulator, one of our most important tasks is to be up to date on key trends and challenges on the gambling market. This is essential for us to provide the best basis for the politicians to make decisions on how to regulate the market.
“To be up-to-date on trends, challenges and tools to tackle these challenges, we need the perspective from our stakeholders. Therefore, Spillemyndigheden prioritises a good, constructive dialogue with all our stakeholders.
“As gambling is not only a Danish, but a global phenomenon with many countries facing the same challenges, it makes sense for us also to discuss trends and challenges with foreign stakeholders. That is why it makes sense for us as a regulator to be present at international gambling conferences to discuss, listen and learn.”
Article contributions from Patrick Killeen
SBC Summit is one of the world’s largest gatherings of betting and gaming professionals.
The event will bring together 40,000 attendees from across the industry for three days of learning, networking, and discussion, alongside a major exhibition featuring leading brands from around the globe. For more information and tickets, visit sbcevents.com/sbc-summit.